Programmatic advertising hasn’t stood still; neither should your monetization strategy. This ecosystem has continued to evolve to address one persistent problem: how can publishers gain better control and value from their inventory?
That’s where Private Marketplace (PMP) deals step in.
For app publishers seeking to surpass volatile CPMs and low-quality ads, PMP deals provide a more curated, high-yield path. And if you’re ready to tap into premium demand while keeping control of your in-app experience, setting up PMP deals in Google Ad Manager is a great place to start.
Google Ad Manager for PMP Deals
Before launching PMP deals in Google Ad Manager, it’s crucial to prepare your app inventory in a way that appeals to premium buyers. Here’s how:
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Optimize your ad inventory for performance and user experience
Ensure your app’s ad placements strike the right balance between visibility and usability. Select high-performing formats, such as interstitials, native ads, or rewarded videos, and avoid overcrowding screens. A clean, user-friendly layout boosts engagement.
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Follow best practices for creating and placing ad units
Structure your ad units with clear and consistent naming conventions, grouping similar placements for easy identification. This makes your inventory easier to understand and evaluate. Position your ad units where they receive good viewability without disrupting the app experience, such as end-of-level screens in games like Subway Surfers.
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Leverage first-party audience data
Build audience segments using in-app behaviour such as time spent, actions taken, or frequency of use. Google Ad Manager allows you to create audience lists that can be shared with buyers to support more personalized, intent-based targeting.
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Use custom key values for contextual targeting
Pass additional signals to buyers, such as the app section, user tier, content type, or even language preferences, using key value pairs. This added transparency allows advertisers to bid more confidently and effectively on your inventory.
Remember, a well-prepared inventory is what separates a standard PMP deal from one that attracts premium demand and delivers results.
Step-by-Step: Setting Up a PMP Deal in Google Ad Manager
Once your app inventory is optimized and ready, setting up a PMP in Google Ad Manager (GAM) is a structured process. It gives you control over pricing and buyer access.
Here’s how you can get started:
1. Enable Programmatic Direct in Google Ad Manager
Before you can create PMP deals, make sure Programmatic Direct is activated in your GAM account. This enables direct negotiations with buyers through the platform and unlocks access to PMP and preferred deal workflows.
2. Navigate to Sales → Proposals
In the left-hand menu of GAM, go to the Sales tab and click on Proposals. This is where you’ll initiate all direct-sold or programmatic direct deals.
3. Create a New Proposal
Click New Proposal, then fill in the following:
- Proposal Name: Use a clear, descriptive title (e.g. “Summer Gaming App – July PMP 2025”).
- Buyer: Select the demand partner or DSP (e.g. Google Display & Video 360).
- Message: Optionally includes context or instructions for the buyer.
4. Add a Proposal Line Item
You’ll need to add at least one before sending a proposal to the buyer. This is where you define the core components of the deal:
- Line Item Type Choose “Preferred Deal”; this allows you to offer inventory at a fixed CPM to select buyers, with priority access but without guaranteed delivery.
- Define Ad Inventory Select specific ad units or placements within your app. Be transparent about where the ads will show, as this increases buyer confidence.
- Set Pricing
Establish a CPM floor price (the minimum rate you’re willing to accept). Leave room for negotiation, but ensure your price reflects the value of your audience and context. - Configure Targeting
Set targeting parameters such as:
- Geography (e.g. US, India)
- Device types (e.g. iOS, Android, tablet)
- Audience segments (from your first-party data)
- Custom key values (e.g. user tier, content category, session length)
- Define Creative Requirements
Specify ad sizes and formats (e.g., 300×250, 320×480, rewarded video), along with any restrictions or file types that are allowed.
- Set Start and End Dates
Choose the campaign duration, aligning with buyer expectations or specific promotional windows.
Once your proposal and line item are created, the buyer can review, negotiate if needed, and activate the deal using the Deal ID generated in the process.
How To Identify Advertisers for PMP Deals?
Private Marketplace (PMP) deals thrive on relationships. This suggests for app publishers, identifying the right buyers is the first step.
Here’s how to go about it:
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Analyze buyer activity in Google Ad Manager
Utilize reporting tools in GAM to identify which advertisers are already bidding on your app’s inventory in the open exchange. Pay attention to high-spending domains, recurring buyers, and brands delivering consistent CPMs. These are prime candidates for a direct deal.
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Focus on category relevance and audience alignment
You must match potential advertisers to your app’s niche. For instance, a wellness app might attract health brands, while a mobile game could be ideal for entertainment. Note that a strong contextual fit increases buyer interest and campaign performance.
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Leverage existing DSP and SSP relationships
Reach out to demand-side platforms and SSP account managers to express interest in setting up PMP deals. These platforms often facilitate introductions between publishers and buyers looking for curated inventory.
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Use performance data to pitch value
Come prepared with a snapshot of your app’s inventory quality, including audience insights, viewability scores, retention data, and top ad formats. This builds buyer confidence and supports the negotiation of premium rates.
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Network through direct and programmatic channels
Attend industry events, join programmatic forums, or use LinkedIn to connect with media buyers and agency trading desks. Many PMP deals start from simple outreach backed by compelling app data.
PMPs aren’t just about premium placement; they’re about trust and transparency. Identifying the right buyers and reaching out with tailored value propositions is how you turn one-time impressions into lasting partnerships.
Finalizing and Activating the PMP Deal
Once a buyer accepts your PMP proposal in Google Ad Manager, the deal moves into execution, but your work isn’t over yet. The system generates a unique Deal ID, which the buyer will use on their DSP to target your specific app inventory.
As the publisher, your responsibility is to ensure that the mapping between the Deal ID and your ad units is proper. Please confirm that all line item settings, including targeting, creative formats, and pricing, are accurate and aligned.
Next, monitor for creative approval and delivery status. Ads won’t serve unless the buyer’s creatives meet your app’s specs and are approved by the platform. If any issues arise, close coordination with the buyer or DSP is essential to avoid delays.
Lastly, once live, actively track deal performance through Google Ad Manager reports. Monitor impressions, win rates, and CPMs to assess whether the deal is meeting revenue expectations. PMP deals often evolve, so be open to adjusting floors, targeting, or placements based on real-time results and buyer feedback.
Activating a PMP deal is more than flipping a switch. It’s a collaborative, data-driven process that benefits from ongoing optimization.
Final Thoughts
PMP deals give app publishers the best of both worlds: premium demand and more control. By optimizing your inventory, leveraging first-party data, and building direct buyer relationships, you set the stage for higher CPMs and long-term revenue stability.
It takes effort to get right, but in a market that values transparency and quality, PMP deals are a smart move for publishers ready to go premium.
